Increasing interest in a company’s goods or services is a significant obstacle for modern businesses. That’s why “demand gen” (short for “demand generation”) is such a common term in Business-to-Business (B2B) and Business-to-Consumer(B2C) contexts.
Don’t misunderstand us, though. The B2B demand generation goal isn’t to coerce consumers into making a purchase they don’t want to make.
It’s about knowing your product or service is a perfect fit for your clients’ needs and communicating that knowledge to the appropriate people at the appropriate time.
While there are many parallels between lead generation and demand generation marketing, the latter is a quicker process. Everything your brand does to build buzz, awareness, and recognition falls under this umbrella, encompassing various touchpoints, campaigns, and incentives.
Now that you have an overview of demand generation, let us get into the details.
B2B demand generation is an integrated marketing strategy that aims to raise awareness and demand for a product or service in the B2B market. The main goal here for the marketing teams is to find new opportunities for the sales team. People work on many marketing channels to get the best results simultaneously.
Simply put, B2B demand generation is an advertising and marketing strategy for magnifying sales in giant strides and expanding a company’s customer base, in a lesser turnaround time!
An effective strategy for generating new business demands is crucial. It’s tough to stand out in today’s oversaturated market without demand generation.
Companies would have to rely solely on their sales personnel or on purely organic means to bring in clients in the absence of demand generation.
You can quickly raise awareness and interest in your company, which is one of the significant importance of demand generation marketing.
Let’s talk about why B2B demand generation is important.
Successful B2B marketing relies on demand-generation strategies that are well-executed. Consider these essential keys to building B2B demand generation for your growth.
- Target a specific subset of consumers. Any demand-generating campaign must target a specific audience. To do this, undertake market research to find companies that meet your product. There’s always a cost, so it’s easier when you know your audience.
- Identify the problems your niche market is having and find solutions. Next, determine how your target market might benefit from your products and services. Attracting new customers requires understanding their pain points.
- Research the purchasing procedures of your target customers. Know your target market’s purchase process to anticipate sales challenges. Time-consuming processes like meeting with top management or presenting to many stakeholders may delay a company’s product or service purchase. This complete information helps you sell to your ideal client and close more business.
- Identify key content pillars and create unique content. Interest creates demand! Create unique, engaging content to generate high-quality leads. You can track your conversion rate to determine which content and marketing efforts create leads.
- Don’t have a “me” problem. Talking about themselves in front of potential customers is a typical business error. They want to know how you can benefit their business or how your product or service can help them. Write “you” instead of “myself” or “us.”
There is often a bubble of misconception around demand generation and lead generation; let’s burst that bubble today.
Demand generation broadens your customer base by exposing potential clients to your services. Contrarily, lead generation helps you transform your audience into sales-ready prospects.
Though these terms are different, the two tactics are connected in many ways.
Still confused? Here’s a graphic representation that will help you understand the critical differences between the two.
Demand creation through demand generation campaigns is not always easy. To increase sales, the marketing and sales departments must coordinate their efforts.
This can be achieved by effectively communicating your company’s offerings to the appropriate audiences at competing firms.
One of the most important things to remember when engaging in B2B marketing is that your target demographic is not the typical consumer.
Because you are trying to sell to other firms, you need to target people who have significant influence within other organizations, such as CEOs.
Communicating the commercial value that your organization offers is essential to attracting the attention of those buyers.
Advertising, holding events or webinars, launching PR efforts, and creating innovative content creation marketing initiatives are just a few examples.
As you create demand-gen tactics, your sales and marketing teams must present a unified front across all touchpoints.
B2B demand creation strategies involve trial and error and differ depending on your business and target market. Monitoring your conversion rates and strategies will help determine if it needs to be adjusted. Here is a general outline of how to establish a demand-generating strategy.
Step 1: Offer educational content on several channels
Helpful material across channels helps generate demand. Free press releases, blogging, events, eBooks, social media, and website freebies are options you can try. Remember to create content on platforms that your users visit.
Step 2: Show off your brand’s personality and uniqueness
Showcase your brand’s individuality in your second demand gen phase. Explaining your competitive advantages enhances brand recognition. Most firms offer standard services, so differentiating from these firms will help.
Step 3: Recognize questions from qualified leads
Demand development must identify inquiries from qualified leads. Inquiries may look like consumers, but they may not have the money, authority, or interest to buy. Your sales team should follow up on qualified leads and differentiate them from non-buyers.
Step 4: Make content that is specific to qualified leads
After demand gen generates qualified leads, deliver content to them. For instance, account-based marketing targets a specific business. Research your target company and find ways to show how your product or service may help them while creating customized content.
Step 5: Maintain lead nurturing
Finally, not all leads convert quickly. Ignoring non-converting leads can be companies’ biggest mistake. Remember that if you nurture leads, they may become customers. Email marketing and social media can help nurture leads quickly.
Instead of vanity metrics, you need to evaluate the success of your demand-generation marketing by the lead quality and revenue impact. Demand generation metrics include these –
- Measures generated count – Count the number of site visitors that plan a sales appointment, such as a discovery call or demo, to evaluate how many high-quality leads your demand generation marketing generates.
- Track opportunities – The number of leads that become opportunities demonstrates the success of your demand creation strategy. This lets you assess lead quality and analyze your lead-scoring technique.
- The average deal size – An organization’s “average transaction size” is the average new client’s monetary worth. Divide your total revenue by the number of deals closed to calculate this. Assess your average deal size to anticipate demand-generated revenue and prioritize consumers.
- Sales pipeline valuation – Check your sales pipeline’s value to verify if your sales representatives are on track. Another indicator of your marketing team’s performance is the sales pipeline’s percentage filled due to marketing efforts.
- Customer acquisition cost – This is the cost of gaining a single paying customer through a demand generation effort, known as Customer Acquisition Cost (CAC). Divide the campaign’s total cost by the number of new customers it gained to find it out.
- Cost per lead – A low cost per lead implies strong demand generation efforts and can assist your budget. To avoid spending more on lead acquisition than sales, you must restrict your cost per lead.
- Customer Lifetime Value (CLV) – CLV estimates how much you can gain from each customer. It demonstrates how successfully you manage and communicate with consumers and gives tips on how you can improve.
- Average sales cycle length – This shows the time taken from the initial contact to conversion. To increase demand and choose appropriate channels, you need to measure the length of your sales cycle per channel.
- Investment income against the budget – This determines your company’s profitability. This metric shows the marketing revenue from new consumers.
The ultimate purpose of a marketing plan is to make the path that a customer takes and the path that leads to demand as seamless as possible. But what is a b2b demand generation funnel?
To turn prospects into paying customers, your users must progress through a series of steps that make up the demand generation funnel.
This funnel consists of several processes: creating awareness, determining client intent, collecting that demand, and converting leads into paying customers.
The stages of the demand gen funnel are TOFU, MOFU, and BOFU.
Most of the time, the funnel can also be broken up into three essential stages:
- TOFU stands for “top of the funnel,” and this part of demand generation is all about getting the word out.
- MOFU stands for “middle of the funnel.” Your prospects are researching, thinking about, and talking with you at this stage.
- BOFU stands for “Bottom of the Funnel.” This stage is about the purchase decision, the customer conversion, and the growth of buyer intent.
From Instagram reels or Snapchat filters, everything is just another trend. But if a trend has lasted, these three demand generation trends are account-based marketing (ABM), programmatic advertising, and intent-based marketing.
Account-based marketing comes in three shades, namely:
- Many approaches: Most of the time, this is done through online campaigns. For example, a program that goes after all the accounts on your list of targets.
- Few approaches: This could include campaigns aimed at specific industries on your list of target customers, like manufacturing companies.
- Approach: This takes the most time and money; these are marketing campaigns for a particular type of customer. These accounts with the most potential are worth the extra money.
Implementing best practices for demand generation will help your company expand its pipeline and attract more qualified prospects.
Here are some B2B demand generation best practices we advocate based on far too many years of experience on the front lines of B2B Marketing.
- Create a consistent brand identity
- Work closely with sales
- Leverage demand generation software
- Analyze and optimize campaigns
- Focusing on organic search
- Conversion rate and user experience optimization
- Using AI chatbots and marketing automation
To differentiate yourself from potential customers, demand generation is crucial. With demand creation, you raise people’s consciousness of a problem rather than trying to persuade them to buy your solution.
Here are the benefits of demand generation.
- Helps spread the word about a brand
- Improves the quality of your leads
- Helps lower the cost of getting a new customer
- Brings in more money
- Faster business growth
- Get more reviews from customers
- Stop or cut down on cold calling (and Emailing)
- Use software to manage leads
To build interest in your products and services, businesses employ a marketing technique called a demand generation campaign driven by data. The system’s primary goal is always to maintain communication with the consumer. If you want your demand generation campaign to be successful, you need to consider every possible point of contact.
The question then becomes how to create a profitable demand gen plan.
Digital marketers might have heard about B2B and B2C. But, many may not know the difference between B2B and B2C marketing tactics. B2B (business-to-business) marketing typically emphasizes logical, process-driven purchases, while B2C marketing emphasizes emotional purchases.
Let’s dive deep into B2B vs. B2C demand marketing
Here’s a quick summary of the differences between B2B and B2C demand generation:
- Customer relationships: B2B demand generation is more about building personal relationships, while B2C demand marketing is more about making sales.
- Branding: Branding is more about positioning in B2B demand generation while messaging is more important in B2C demand generation.
- Decision-making: In B2B demand generation, businesses that sell to other companies try to keep communication open while making decisions. Businesses try to make the process of B2C demand generation as easy and quick as possible.
- Audience targeting: B2B demand generation is about finding a niche to target, while B2C demand generation is more about the sales funnel.
- Ad copy: In B2B demand generation, ad content typically uses terminology their clients are familiar with; however, in B2C demand generation, the ad copy can be more emotional and humorous.
Demand generation includes so many different things that there is no one way. But here are three tips for making programs that create demand work well.
Know your customers
Create a picture of the perfect customer or Ideal Customer Profile (ICP). This will be the north star for all your strategies to get people to buy. Make it as specific as possible so you can write a message that speaks to their problems.
You should measure as much as you can and think about the results. What works, do more of, and what doesn’t, get rid of. Tech is here to help you with reports on how to get more customers.
Have a great website
Your website will be the first place your ICP will go after reading your content. Make sure it gives the best impression of you and your brand.
It is time to examine how you can implement various demand-generation strategies in the real world.
- Develop educational content –This could help people improve themselves or advance in their careers. If you know a lot, share free educational content as a download to show what you know.
- Make your content interactive – If your customers use formulas, it would be great to have a tool to figure out numbers. Think about making the device a permanent part of your site so that it keeps bringing people back. Who knows, maybe one of these times, they’ll decide to buy something.
- Offer free trials and services – Nothing gets people’s attention like “free.” Think about giving potential customers a free service to try. Or, give people a 14- to 30-day free trial. Then, get feedback to determine why they did or didn’t become paying customers.
- Use personalized email campaigns – Personalization isn’t just an excellent word. It’s a tried-and-true way for B2B marketers to reach their target audience. People want brands to give them helpful content.
- Host a webinar – Virtual events are becoming more common now. How could they not be? We can’t leave our homes because of the lockdowns, so we’ll take any chance to talk to other people. Webinars are an excellent way for B2B brands to bring in new customers.
- Engage your audience on LinkedIn – LinkedIn is where professionals can meet and talk to each other. Over time, it has grown into a place where businesspeople can meet and talk to each other. So, it makes sense to use LinkedIn to get your audience interested.
How to Use B2B Demand Generation Marketing to Win Online?
Demand generation works best when you show up at the right time and place with information that helps potential buyers see your company as the best option. Follow these seven steps from just meeting demand to making your demand and making your company the go-to vendor way ahead of the competition. You’re in for better margins, shorter sales cycles, and more qualified leads!
- Understand your niche
- Learn how your product/service impacts the goal of your niche
- Know your customer’s buying process
- Create 3-4 content pillars for better content marketing
- Build engaging content
- Promote your content
- Transform your website into a buying resource
There have been entire books written on the subject, but to get you going, here are some more essential B2B demand generation tactics.
- Produce fantastic, pertinent content
- Synchronize goals and channels
- Keep it personal even while speaking to thousands of people
- Spend money on joint marketing
- Use Account-Based Marketing
- Cultivate top-notch leads
Examining what other marketers have to say about their demand-generation projects is a good idea before diving headfirst into developing and executing your own.
To help you gauge your own B2B demand generation benchmarks, here’s a compiled set of relevant, up-to-date standards from various industries.
- The budget allocated for demand generation
- Setting demand generation goals and strategies
- Driving sales from all stages of your sales funnel
What Tools Do You Need for B2B Demand Generation?
As with most marketing initiatives, good data is your ally in generating B2B demand.
Not only will it help you identify the perfect firms to target with your marketing initiatives, but it will also help you identify the personas within those companies.
This information can then be multiplied utilizing generally accessible tools, such as Facebook’s Lookalike Audiences, to build a robust foundation for your marketing efforts from a tiny sample.
This goes hand in hand with dependable technology. Whether you are extracting data from a BI platform or automating your articles and advertisements, tools like these two are crucial.
- Customer Relationship Management (CRM)
- Content Management System (CMS)
How to Use Binary Demand for Demand Generation?
Are you looking out for a business solution? Do you want to generate more sales? Don’t worry; we at Binary Demand offer much more than that. We’re the one-stop solution company that you’ve been looking for!
You can book your demo with Binary Demand by visiting our website and filling out your business information, and we’ll have an executive get back to you at the earliest. We’re just a click away.
The role of demand generation in B2B marketing is multiplying. To increase earnings, it is necessary to raise brand recognition, generate and cultivate leads, and stimulate audience participation with a well-planned content strategy. You can set yourself apart from the competition by tailoring your marketing and sales efforts to each customer and speaking directly to them where they are in the buying process.
Use various B2B demand generation tools to implement your demand creation strategy. You can use them to break into a new market and set yourself apart from the competition.
Q. Who is responsible for demand generation? Marketing or sales?
A. The term “demand generation” refers to a data-driven marketing strategy that uses the inbound methodology to increase brand recognition and interest throughout a company’s whole customer and buyer lifetime.
Q. Is demand generation synonymous with digital marketing?
A. While the landscape of digital marketing is constantly changing, the need to create demand hasn’t changed much. Marketing efforts to increase interest in, or demand for, a company’s products or services are known as “demand generation.” Getting targeted traffic to your digital domains is essential in today’s competitive digital landscape.
Q. How thought leadership impacts B2B demand generation?
A. The trust-building power of thought leadership is sometimes overestimated by its producers. At this juncture, thought leadership is crucial for raising the profile and attracting the attention of C-suite executives. Originality takes a back seat to timelessness and applicability.